Dettol looks to Jessica Code for image boost

Dettol has turned to Jessica Code magazine in a bid to add a more feminine image to its body wash range.Created by Havas Hong Kong, the "Cover Girl" campaign focuses on the newly launched Radiance Bodywash line and offers readers the chance to realise their dream to be a cover girl and own a personalised Jessica Code.Regine Tsui, senior account director of Havas Hong Kong, said Dettol is leveraging on Jessica Code's fashionable image on top of the core mass family segment.The campaign invited participants to submit a photo of themselves which is then placed to a mock cover of Jessica Code and posted on the Facebook pages of The One shopping centre and Dettol for voting. So far the campaign has generated more than 850 responses over two spurts of the campaign.A TVC to promote the competition will run until the end of this month.